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Deep Marketing – the better way to do marketing in today’s age.

Business | February 5, 2021

The marketing landscape has changed from traditional marketing to digital marketing. Are you a business owner looking for ways to improve your marketing efforts to attract the right customers? Do you want to learn the best method to attract the right audience, gain trust with your audience that naturally leads to sales or transactions? People think that there are two types of marketing – the old traditional way of marketing (TV, Radio, Newspaper, and Magazines) …and then there is the new way of digital marketing (Display Ads, Search Ads, Social Media, YouTube, and so on). Since consumers have started using personal digital devices like laptops, mobiles, and tablets, brands are forced to adapt their marketing activities to digital marketing. But, are these the only two types of marketing? Kind of yes… if you take into consideration the medium on which it is served. But as a marketer, you should not be concerned about the medium. See, the medium can be anything. First, it was print. Then it was radio. Then it was TV. Then it was the internet. Then it was the apps. Tomorrow something else might be the medium. So I believe that as marketers, we should not be concerned about the medium in which the message is served. We should be concerned about what is served, to whom it is served… Not where it is served. When people differentiate marketing only by “Where” and “How” it is served, I believe we are limiting ourselves. The medium doesn’t matter at all. What matters is: Who am I communicating with? (The target audience) What I am communicating? (The message) Why am I communicating? (The purpose) Not where (medium) or how (the type of media) I am communicating. So now based on these new questions, there are two ways to do marketing? Type 1: Surface Marketing The other one (a more powerful one) is… Deep Marketing Surface marketing is what you see everywhere around you. Surface marketing tries to get your attention through interruption. When you are watching an IPL match on TV, you are being interrupted with an ad. When you are watching YouTube, you are interrupted by an ad. When you are reading a newspaper or magazine, you are interrupted by an ad. When you are listening to the radio, you are interrupted by an ad. When you are browsing websites online, you are interrupted by an ad. When you are driving on the road, you are interrupted by a hoarding. This is an interruption. Forced attention. You don’t pay attention because you want to. You pay attention because it is difficult to ignore it. It’s like one old school friend, that you do not really like who comes and talks to you at a party and you cannot ignore him. You tolerate it for a while. Low-quality attention. Such is the low-quality attention that surface marketing achieves. No one wants to give forced attention. And no one should want such type of attention on themselves. All the interruptions that you see above, are surface-level marketing. The medium doesn’t matter. It doesn’t matter if it is a digital medium or a traditional medium. Surface level marketing has a lot of problems. With surface marketing… Trust is not built using ads. People cannot recall a brand through ads because now there are too many brands trying to get people to recall. If 100s of brands keep running ads right in front of your face, you will ignore all of them. Won’t remember any of them. Everyone is screaming for attention. Surface level marketing communicates “What” is the product. It doesn’t communicate “Why” the customer needs the product. Why you made the product in the first place. You cannot educate a customer using interruption ads. The attention that surface marketing gets from people is of poor quality. People are not really looking forward to paying quality attention to these ads. So if surface marketing has so many problems, what is the other method? The better method? The other type of marketing is “Deep Marketing”. Type 2: Deep Marketing What I am doing right now, is Deep Marketing. If you have read this article until this point, I got your undivided high-quality attention for almost 5-10 minutes so far, and you are not complaining. You are paying attention because you want to. And I believe you will probably give me your attention for another 10 minutes so that I can tell you about Deep Marketing – the better way to do marketing in today’s age. Deep marketing is different from surface marketing in many ways. With Deep Marketing you can… Connect with your customers on a deeper level Get high-quality attention using high-quality content (like I am doing right now) Trust is built from the attention. Because this attention is with consent. The trust can be leveraged into convincing customers to do a transaction. Deep marketing is done from a personal brand. So where we do marketing has changed from traditional medium to digital medium. But that’s not as important as people think. What’s important is – whether we are able to move to Deep marketing, from surface marketing. Because in this day and age, it is impossible to build a brand with surface marketing. No matter how much ad budget you have, you cannot build a brand by throwing your brand name, logo, and slogan in every surface medium possible. People are just going to ignore you. The only way to build trust and generate revenue through transactions is to do deep marketing. How can you do Deep Marketing? Step 1: You are going to get people’s attention using high-quality content. Content marketing is the key here. Without good quality content, people are not going to pay attention to you. And the content has to be created by a human, personal brand. Not from a logo. Step 2: You understand the requirements of your audience and create content – to help them, without expecting anything in return. With a genuine interest in

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Millennial Guide to Real Estate Investing: How to Start Investing in Real Estate at Young Age?

Real Estate Investing | February 2, 2021

Why invest in real estate at a young age? It’s never too late to begin investing and planning for the future, but the sooner the better. One main advantage to investing when you are young is you will be able to make a substantial amount of money over long term by taking advantage of the monthly cash flow and excellent appreciation in asset value because the property value is based on rents increasing and not just property values. It’s great to dream about the riches you can make from real estate no matter how young or old you are, but it’s critical to enter into the right property investment. Most of all, you need to enjoy the ride of real estate investing and not be afraid to take the opportunity because it truly is a great experience. We educate and help the millenials, the generation next and every other individual to invest in the right kind of real estate investment that generates tremendous wealth. Whether you got your first job or just started working, qualified working professional, an entrepreneur, businessman, high net worth(HNI)/ wealthy individual, we have an investment that suits every investor. We also help you build a powerful real estate portfolio with a unique & diversified mix of our top asset categories. Investors can build a portfolio with just 50 lakhs with a combination of unique assets that gives a consistent cash-flow in terms of monthly rental income and also multiply the investment using our unique short term investment strategy that will yield 30-60% in 2-3 years time. Simple reasons why investing income producing real estate is an excellent choice for protecting and growing your wealth: 1.Dependable Income Stream/ monthly positive cash-flow One of the biggest benefits to income producing Real Estate Investments is that the assets are generally secured by long term leases which provide a regular and dependable income stream that should produce positive cash flow higher than any other investments. 2.Multiply Asset Value through Leverage Another important characteristic of income generating real estate investing is the ability to place debt/loan on the asset which is several times the original value of the asset. This allows you to buy more assets with less money and significantly multiply asset value. 3.Debt Reduced by Property Income The debt on the property will be reduced by the rental income of the property’s net operating income, NOI. NOI(Net Operating Income) is the gross income less all expenses before loan interest/EMI. The NOI will sufficiently fund the loan interest/EMI payments thereby reducing the debt balance and creating equity. 4.Inflation Hedge Real estate investments have historically shown the highest correlation to inflation when compared to other asset classes . Generally speaking, when inflation occurs, the price of real estate, particularly multi-tenant assets will also rise. 5.Physical Asset Income-producing real estate is one of the few investment classes that as a hard asset has meaningful value. The property’s land has value, as does the structure itself and the income it produces has value to future investors. Income producing real estate investments do not have red and green days as does the stock market. 6.Tax Benefits This asset gives you multiple tax benefits that no other form of investment in India can provide, such as : Under Section 24 : 30% of entire rental income from this asset + entire interest paid on home loan can be deducted from your taxable income. Section 80C : Upto Rs.1,50,000 per annum can be deducted from your taxable income for principal repayment on your home loan. 7.Pride of Ownership Properties located in the hottest IT, Commercial, Spiritual & Tourist Destinations of India The right property in the right location with right tenants and right ownership mindset can produce a tremendous pride of ownership factor that is highest among all asset classes. 8.Appreciation of Asset Value Income producing Real Estate Investments have historically provided excellent appreciation in value that meet and exceed other investment types. Properties historically increase in value as the net operating income of the property improves through rent increases and more effective management of the asset. 9. Indestructible Wealth: Income producing Real Estate produces passive income for life. It is an imperishable asset, ever increasing in value. It is the most solid security that human ingenuity had devised. It is the basis of all security and the only indestructible security. Rich and ultra wealthy invest in real estate directly. They own multiple residential or commercial properties. Steady capital appreciation of their real estate property is common. But what makes the property investment so attractive is its capability of generating stable short term income. The short term income is generated in form of “monthly rents“. The rate at which the rental income grows, generally beats inflation in long term. This is specially true for Metro, Tier1, and Tier 2 Cities. As the monthly yield of property grows, this also pushes the overall property price up. This dual effect (of assured rent and value growth) makes the real estate sector generate unparalleled returns, unlike any other asset. How do you start investing in Real Estate? Many a times, the biggest challenge in real estate investments is not knowing where and how to start. You may have an abundance of funds and a keen desire to start and build a real estate portfolio, but if you don’t have the right knowledge and start at the right place and in the right way, chances are you’ll end up with a bad or unprofitable investment. One must have a long term strategy to invest in real estate. We have listed a series of steps below which will brief you on how you can start off on your journey of wealth creation in real estate: 1) PURPOSE of Investment : The first question you need to ask yourself is whether the investment is for self-occupation for you and your family or is it a pure investment for

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You are intelligent. We are all equally intelligent.

General | January 2, 2021

Have you ever felt that you are not intelligent? Has the world around you told you that you need to be better? Do you believe that there are more intelligent people than you in the world? Today’s email will change your life. I believe that everyone is born with the same level of intelligence. As we grow up, we become intelligent in certain things based on our interests. If I am interested in something, I will spend more time on it and automatically my intelligence grows. But the world around us has yardsticks for intelligence. They ask you how much you earn, what degrees you have, how many marks you have scored, and where you work. What the world wants is for everyone to be the same. But… What the world needs is for everyone to be unique. Imagine what would happen if all the people in the world became doctors? Or what if everyone became lawyers? Who will give medicines to the lawyer and who will represent the doctor in the court? Everyone has to do different things. The world is a wealthy place when we have architects, musicians, painters, artists, writers, teachers, coders, engineers, financial experts, brokers, real estate builders, and scientists. But instead of asking different people to specialize in different things via education, we try to measure someone with the same stick as everyone else. Humans are decentralized. Intelligence is decentralized. Imagine what would happen if all the parts of your body did the same work? It will not function. One body part has to pump blood. One has to think. One has to help you move. One has to breathe oxygen. It is teamwork. Similarly, to have the maximum wealth in this world, everyone needs to be unique and doing their unique things. The world becomes a single team where each human being contributes to the collective wealth in his/her unique way. So this new year, in 2021, resolve to not believe anyone who says you are not intelligent. You are intelligent. As intelligent as me or anyone who you admire. We are all equally intelligent. Everyone around you is also equally intelligent but they show their intelligence in different ways. If you try to measure the mathematics intelligence of a news reporter, he will fail. If you try to measure the financial intelligence of a mother of 3 amazing children, she will fail. Most of the work in the world – we cannot do. We know a small set of skills and we better become better at it. We will all fail miserably in one test or the other. Standard tests are not a measure of intelligence. Measuring people’s intelligence using tests is unfair for the divine magic of diversity in human beings. So choose your tests. Choose what is meaningful for you and what you think you will be naturally good at. Be a rebel. Take the road less traveled. Society will try to blunt your rough edges. But instead, you work on sharpening your rough edges. The world loves people with rough edges. You will be celebrated once you have your unique skills sharpened enough. That’s why they celebrate extreme achievements with things like the Guinness book of world records. So in 2021, throw out the rules that govern your life. Create your own rules. Do not live in other people’s reality. Live in your reality and let other people enter your reality. Be an Alpha to the world around you. Other people should want you more than you want them. Be a giver. Create value through your unique intelligence. The world will become boring if everyone is the same. We need people of different color, race, gender, beliefs, talents, skills, and orientations. That’s what makes this a rich place to live in. Remember. Every time someone tries to blunt your edges. Sharpen it. You know deep down inside you that you are unique. And this year, in 2021, bring out that uniqueness. It is a tiring process to comply with the world. Instead, make the world comply with you. Will you? Have a great year ahead.

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How to unlock your TRUE Power?

General | June 6, 2020

Dear Reader, What is your TRUE power? What is YOUR true power as an individual human being? Is it money? Is it connections? Is it knowledge? Wisdom? Intelligence? All the above are potential energies. A lot of people have them. Not everyone has a lot, but everyone has something. You, with your life experience, will definitely have some money saved up, some knowledge and experience gained through the years and some intelligence. But what’s the most powerful thing of this all? NONE of the above… None of these can be of any use if we do not use it. In my life experience, I have learned a thing or two. And I learned that true power is always one thing: The power of Getting Started. Initiative. Starting something is the most powerful thing. Many people are more skilled than you. Many people are having more resources than many successful people. But the one thing that differentiates successful people from the others is that… Successful people keep starting something new. They go from zero to one. They don’t keep thinking or planning for a long time. They just start. The is always a resistance inside us to start something new. That’s the laziness inside us. We procrastinate things. We tell a lie to ourselves and don’t get started. Perfect is the enemy of good. We tell ourselves, if I do it, I will do it perfectly. And then we never get started. There is something called the law of diminishing intent. If you got an idea or an inspiration to start something, your enthusiasm about it will be 10/10 when the idea came to you. Within a few hours it will become like 9/10. By the end of the day it will become 8/10. After one week, your enthusiasm about that idea would be like 2/10. Then by that time, you would have sold yourself that it is not a great idea after all. What are you doing? You are building a graveyard of dead ideas within yourself. Ideas which could have changed the world, but never saw the light of the day. Successful people have learned one thing from their life experience. You got an idea? Get started with it ASAP. Successful people defeat a lot of people in their life. They defeat the nay sayers. They defeat their competitors. They defeat evil with good intentions. But those things are nothing. Successful people can crush external negativity like bugs under their feet. Because the biggest monster they fight everyday, is THEMSELVES. The part of them that prevents them from getting started. When inspiration for something hits, it is the most effective in the next one hour. Some projects take longer time, like a business plan and execution is not as simple as this article I am writing. But getting started with something gives it life. And it takes a life of its own. You will be powering it with your resources, but it gathers momentum. How do you apply this in real life? Got an idea for a book? Open a doc, write the title, and write the topics for the first 3 chapters. It will take 5 minutes. The next day, the monster inside you that always keeps preventing you from getting started will not be that powerful. Opening that doc again and taking it forward is much easier than starting from scratch the next day. Got a business idea? Message a like-minded friend immediately. You will give it some life, and then it will pickup steam slowly. Thinking of joining a gym? Start researching at gyms around your area and enquire about the plans they have. There are many ways to defeat this monster. But the best way is to get started immediately. Apart from your success that follows after getting started, there is another big reason why you should get started. You need to uphold your commitments to yourself. Because when you get an idea to do something, you are making a commitment with yourself that you will do something about it. When you don’t do it, you are breaking that commitment. That makes you feel bad about yourself. Your relationship with yourself erodes. How would you feel if your friend said he will meet you at a coffee shop at 5 o’clock and then comes at 6 o’clock? How would you feel if he doesn’t even turn up and forgets about it? May be once or twice you will forgive him. But what if he does that every time? You won’t be friends with him anymore. The relationship will break. How many commitments that you have done to yourself that you have not upheld? It is easy to make new year resolutions and make commitments to yourself. It is hard to keep up. And every time you don’t keep up your commitments, you will blame yourself for it. After enough time, you will feel very bad about yourself. And most of the time you will walk with your head down. Successful people feel great all the time because they plan something and then they do it. Just do it. If you do something, it will have some results. Yes, the results are a reward. But the best feeling and the best reward successful people get is that they feel great about themselves. Successful people are not let down when someone ditches them. They are not let down when their wealth is taken away. They literally lose nothing. Because their biggest asset is themselves. If you make a commitment to go to them gym everyday from next week and if you actually do it without missing a single day for 3 months, how would that make you feel. You will fall in love with YOU. You will be so happy all the time, because your best friend, YOURSELF, is dependable. This person will keep the commitment. This person will take care of YOU… and this person is YOURSELF. You can count on YOU! Don’t count on

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Monthly Rental Income Assets in India

Real Estate Investing | January 19, 2020

Invest in Micro-Commercial Assets to Earn 4 Times More Rental Income than Normal Apartments or Villas Traditionally, people buy a 2 or 3 BHK residential apartment or a normal villa and then rent it out. But such rental returns from the residential property are very low in India, ranging from 2.5% to a maximum 3% irrespective of which city or area you invest in (infact in places like Delhi and Mumbai, returns are much lower at almost 1.5% due to high property Prices). On the other hand, if you can invest a much higher amount of Rs.5 to 20 crores and buy a commercial asset such as a shopping mall space, office spaces, etc, you can earn higher returns of 7% to 8%. But not everyone can afford to invest such large sums of money and even these returns of 7% to 8% remain fixed for a long period of time and do not grow significantly with time. And apart from earning such low returns, you also have the risk of tenants vacating, difficulty in finding new tenants, etc and hence income from such assets is not always Guaranteed. There was nothing in between these 2 categories so far and hence people had no choice but to be content with such low returns. A Solution to This Problem The best option available for Investors Today: Now for the first time in India, with these branded serviced hotel apartments, you can enjoy the best of both worlds, which is the high returns of a commercial asset, with the affordability / low tickets sizes of residential apartments. Through these serviced hotel apartments, you can earn annual returns of 10% to 12% in the beginning which will almost double to 20% in 15 years time, on an investment ranging from Rs.30 lakhs to 90 lakhs payable in installments over 1 to 2 years. This means almost 4-5 times greater income than normal apartments or villas. How Does This Work? This asset is a serviced hotel apartment concept that generates high monthly income in the following manner: Step 1 You invest in a fully furnished, fully air-conditioned and fully serviced Studio / 1 BHK / 2 BHK hotel apartment that will be built to the standards of a 3 star hotel, which is then managed on your behalf by a leading hotel apartment operator of India and is marketed to top Indian corporates and MNCs as a corporate serviced hotel apartment. Step 2 This operator already has formal rate contracts & strong relationships with over 200 leading IT companies / MNCs and international travel agencies and hence regular and healthy demand for rooms is a foregone conclusion with the lowest risk to you, as an investor. Step 3 At the end of each month, the total GROSS rental income of the ENTIRE tower (that is, total revenue from all the rooms, before any operational expenses are deducted) is shared in a 50:50 ratio between you (the investor/owner) and the operator. Step 4 This translates into rental ROI of 10% to 12% p.a. in the beginning which more than doubles to almost 20% over the 20 year lease period (which is renewed in multiples of 5 years thereafter). This means that a Rs.45 lakh unit will fetch you Rs.40,000 per month in the beginning on average, which will grow to as high as Rs.80,000 per month in 15 years and will keep increasing throughout the lease period. This is 3 to 4 times greater than the average income of normal residential apartments or villas.

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